Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

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Anchoring and Host Services

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Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

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Artist Management Services for Events

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Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

Atl Awareness enterprise in mumbai

PR

Our clients range from small to large and from the well-known super brands to those that are well on their way to becoming famous in their own right. We love working with them all, and are proud of the work we’ve done with – and for – them.
We at Brand Activation believe that the future is bright, and that PR as a discipline will continue to grow. Conversely, if you want us to work for you – or if you’d like to pick our brains on what we could do for your brand – give us a call. We promise to blow you away with our creativity and reach.

Out Credentials
We are proud to have built a reputation for being incredibly effective, creative, easy to work with and great value for money.
There’s nothing we like more than a challenge, no matter how large or small. We get the biggest buzz finding new ways to engage, drive loyalty, interest and sales for our clients

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Digital Campaign Implementation: How To Execute Campaigns Smoothly?

Posted in Digital Media Planning & Strategy

Ok, you have used all the extensive analysis, you have used all planning tools to target your audience and you are set for implementation. That’s just half the battle won. If the planned campaign does not result into a proper execution, it will lead you down the misleading analysis and hence, suboptimal or wrong action points.  Here are the few things which can help you with an effective campaign.

1. Minimize the time in setting up a campaign:
1. Creative: If you are not a client, you will agree with me that creative remain the most painful part of making a campaign live. Make sure creative are ready as soon as possible. Most of the times, banners are made once the media plan is finalized. You can minimize this delay by having the static frames of the banners ready along with traditional creative.  Next important step is to know who is going to do the creative.  Most of the traditional ad agencies may not be fully equipped with expertise to create flash banners. If creative concepts (static frames) are being provided by the ad agency and the banner is being done by the specialist agency, make sure to have at least one meeting with all of them together to have a workable deadline, if not ideal. If you want to use multiple creative throughout the campaign, convening a meeting is all the more important.
2. Creative Testing: Once the creative are ready, they go to publishers for a ‘Quality Check’ or ‘QC’. QC time may vary from international vendors to domestic vendors. If creative fail QC, there would be time involved in rectifying the banners. So, keep a buffer of maximum a day for testing (assuming creative vendor has a good turnaround time). If you are doing an Innovation, keep maximum 2 days for testing & revisions. Losing a slot for your innovation may mean choosing the next available date which may or may not be feasible from campaign point of view.
3. If you are using third party ad serving, keep an additional day for the campaign setup.

Above things will ensure that you will be live on all the websites as per your schedule. This in turn will ensure a desired campaign life.

1. Optimizing the campaign:

Once your campaign goes live, it’s time to optimize the campaign.  But before you start optimizing, make sure you have given enough time for campaign to pick up. Don’t rush into it. The same applies to post optimization steps. There are two kinds of optimizations:

Creative Optimization: You can choose between sequential showing of banners and rotating the creative evenly. Stick to whatever works best for you.
Media Optimization: This requires changing/shifting media properties if they fail to pick up after applying all the optimization steps. This would be as per your defined benchmarks. Most commonly used optimization steps are:
Changing the Frequency of the campaign.
Changing (adding/replacing) the position of the media unit with a new one.
Fixing the creative for certain duration.

Shift monies from a poor performing website to a better performing site.
Changing the ad copies & keywords
Website Optimizations: Changing the landing pages ( high bandwidth to low bandwidth, reducing the number of steps to the desired action, from flash to non-flash)

1. Evaluating the campaign:

Once the campaign is over, make sure you not only get a final report but a concrete analysis as well. Remember, reporting is different from analysis.

For performance campaigns, check to see if the goals have been met, where the campaign lacked, which site over performed/underperformed, where you left the users if they dint covert, what the ideal path to purchase was, what was the exposure to conversion frequency, cost per lead etc.

For a brand campaign, you can measure the following:

Most common metrics: Click Through Rate, eCPM, Unique Users, Cost Per Unique Users, Banners Expansion rates, Dwell time etc
Additional metrics:
Bounce rate: Check how the paid media traffic compares with the site average. This ensures you to see if traffic driven was quality traffic.
Time spent: You can compare to see time spent by paid media traffic vis a vis other traffic sources.
New Users: This metric allows you to see whether paid media campaign drove more new users or returning users.

This guide may not be exhaustive but can help you gives a head up on the most common issued faced while executing a campaign.

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

Marketing as a Source of Competitive Advantage
The specific role of marketing is to provide assistance in identifying, satisfying, and retaining customers. Noted Harvard Professor of Business Theodore Levitt states that the purpose of all business is to “find and keep customers. ” Furthermore, the only way you can achieve this objective is to create a competitive advantage. That is, you must convince buyers (potential customers) that what you have to offer them comes closest to meeting their particular need or want. Hopefully, you will be able to provide this advantage consistently, so that eventually the customer will purchase your product without considering alternatives. This loyal behavior is exhibited by people who drive only Fords, brush their teeth only with Crest, and buy only Dell computers.
Creating this blind commitment – without consideration of alternatives – to a particular brand, store, person, or idea is the dream of all businesses. It is unlikely to occur, however, without the support of an effective marketing program.
Source: Boundless. “Defining Marketing.” Boundless Marketing. Boundless, 08 Aug. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/defining-marketing-106-6816/

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The post BTL Activation And Atl Activities Promotions in mumbai appeared first on Brand Activation and Brand Promotions.

Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Defining Marketing

Marketing is the activity of facilitating exchange of a given commodity for goods, services, and/or money for the purpose of delivering maximum value to the owner of the commodity. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long-term relationships.

Marketing can be looked at as an organizational function and as a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

The set of engagements necessary for successful marketing management include capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.

The Role of Marketing within A Firm

The official American Marketing Association definition published in July 2013 defines Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ”

While this definition can help us better comprehend the parameters of marketing, it does not provide a full picture. Definitions of marketing cannot flesh out specific transactions and other relationships among these elements. The following propositions are offered to supplement this definition:

1. The overall directive for any organization is the mission statement or some equivalent statement of organizational goals. It reflects the inherent business philosophy of the organization.

2. Every organization has a set of functional areas (e.g., accounting, production, finance, data processing, marketing) in which tasks that are necessary for the success of the organization are performed. These functional areas must be managed if they are to achieve maximum performance.
3. Every functional area is guided by a philosophy (derived from the mission statement or company goals) that governs its approach toward its ultimate set of tasks.
4. Marketing differs from the other functional areas in that its primary concern is with exchanges that take place in markets outside the organization.
5. Marketing is most successful when the philosophy, tasks, and manner of implementing available technology are coordinated and complementary to the rest of the business.

Marketing is often a critical part of a firm’s success, but its importance must be kept in perspective. For many large manufacturers such as Proctor & Gamble, Microsoft, Toyota, and Sanyo, marketing represents a major expenditure, as these businesses depend on the effectiveness of their marketing effort. Conversely, for regulated industries (such as utilities, social services, medical care, or small businesses providing a one-of-a-kind product) marketing may be little more than a few informative brochures.

Source: Boundless. “Defining Marketing.” Boundless Marketing. Boundless, 08 Aug. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/defining-marketing-106-6816/

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